To evaluate its contribution, we need to know which uncertainty it reduces and which next step becomes possible after attendance.
The role of meeting in person
Some questions are difficult to answer through images alone. How does a material feel? How do two finishes look together? Which size is suitable? A well-prepared physical experience can provide information needed to choose.
Alex Sucală’s interview discusses the connection between offline experiences and online communication. Building on that idea, we propose designing the event as part of a commercial journey with an explicit contribution. [S2]
Start with the participant’s decision
For an interiors showroom, the objective might be to help visitors narrow their project options. The agenda should then allow comparison, questions, and an individual selection. A long company presentation may consume the time needed for that work.
For a new product, the objective might be understanding how to use it. For a professional community, it might be exchanging experience and identifying collaboration opportunities. The format and evaluation criteria change with the chosen role.
The journey starts before registration
The invitation should explain whom the session is for, what participants can get from it, and what to prepare. If people expect consultation and find a general sales presentation, the problem lies in the promise and format.
Capacity matters. Fewer attendees may allow useful comparisons and relevant discussion while increasing cost per person. The choice should be justified by the required experience and available resources rather than a general preference for small or large events.
Something useful to take away
A product selection, a sequence of next steps, or a documented comparison can extend the value of the meeting. Follow-up should begin with what was discussed. A generic offer sent to everyone loses information gained through the interaction.
Subsequent content can amplify the experience, but participation in photography and promotion should be handled separately from event attendance. We can document products and common questions without turning every visitor into promotional material.
What to measure and how to interpret it
Registrations, attendance, and satisfaction describe parts of the experience. For a commercial objective, we track relevant subsequent steps: completed selections, sample requests, quotes, and orders. The observation period should fit the buying decision.
Attendees may already be more interested than other customers. Higher purchasing among attendees does not by itself demonstrate an event effect. Randomly allocating invitations among eligible contacts can provide a more credible comparison when feasible. Otherwise, we report observed outcomes and attribution limits.
Strategy connects the audience, the question to resolve, the format, and the next step. Event production should serve that connection. Photos can show that the meeting happened; its value also appears in what participants are able to do afterward.
Sources
[S2] Marketing Management Community, Interview with Alex Sucală, October 2, 2026 (in Romanian).